ESPN has a commercial advertising its mobile platforms, and the ad features an exciting clip from the Indiana-Kentucky game in December. Most people probably don’t think twice about the ad, but apparently it’s motivated the Wildcats.

Kentucky is the No. 1 team in the country and 30-1 on the season. The commercial plays Indiana’s buzzer-beating three pointer that won the game. Every time the Kentucky players see the ad, they’re reminded of their lone blemish.

“Oh, I turn the TV off,” forward Terrence Jones said about the commercial. “Every time. I know I turn the TV off every time I see that commercial. I almost sold my iPhone, my iPad. I turn the TV off.”

Coach John Calipari called the ESPN commercial “one of the greatest services for my program,” noting that his players get angry every time they see it.

“It shows like 100 times on ESPN a day,” Anthony Davis said. “That really makes us mad. It’s just the way we lost. We never want to have that feeling again.”

Kentucky is one of the favorites to win the NCAA Tournament. If they end up taking it all, ESPN should get credit for an assist.

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